Logo Design
Learning Context:
You will be looking at the power of symbols, and using simplification to create a graphic. Where design is used in everyday lives will also be considered in this task. You will need to design an existing logo, looking at the type of business you are designing for and how to best cater for the needs of this business.
Create a folio showing the thought and design process that leads towards a final design. The aim of this task is to thoroughly explore a range of ideas in order to create a successful design in aesthetics and function.
Create a folio showing the thought and design process that leads towards a final design. The aim of this task is to thoroughly explore a range of ideas in order to create a successful design in aesthetics and function.
Purpose:
(What is being assessed)
- Exploration to acquire technical skills and use media, materials, and technologies. (Evidenced through idea generation) PA2
- Documentation of creative visual thinking and/or problem-solving processes. (Evidenced through a complete design process) PA3
- Application of technical skills with media, materials, and technologies to communicate visual ideas in resolved work(s) of art or design. (Evidenced through part 1 tasks) PA4
- Understanding of aesthetic or functional qualities in works of art or design. (Evidenced through annotations and evaluation) KU3
- Research and acknowledge sources to explore and develop insights into aspects of the visual arts. (Evidenced through research step) KU4
- Analysis and interpretation of works of art or design from different contexts. (Evidenced through annotations) AR1
- Evaluation of own practical work. (Evidenced through annotations) AR3
Process:
- Research existing logos. You may wish to include other inspirational imagery to refer to when designing your logo.
- Annotate the images collected to state why you chose these designs. Use design language. Eg. You think the colour scheme is effective, not just that you like the design. Be specific about what you like and why.
- Idea generation. Create quick thumbnail sketches to create many design roughs.
- Annotate the ideas in order to evaluate your initial designs. Which designs will you work further on and why?
- Idea Refinement. Refine your chosen design/s. Choose and combine successful elements to create variations such as, size, font, colours, etc.
- Evaluation of designs to judge the design fits the brief.
- Create a final design that is neatly presented and shows craftsmanship.
- Present your work in the order listed here and label each page.
List of order:
- Research
- Design Brief
- Idea Generation
- Idea Refinement
- Evaluation
- Final Design
Key Words:
- Visual Communication
- Function
- Symbol
Your task will be to create a logo for a company. Before we can do this, we need to understand what a symbol is and why it is so important.
Symbols
Symbols are apart of our everyday lives. They are useful as a way of communicating ideas and information quickly and effectively through images rather than words.
For example, the arrow below could indicate you need to scroll or look down the page.
For example, the arrow below could indicate you need to scroll or look down the page.
What symbols can you think of that are used in everyday life?
How to Make a Symbol
You will try creating your own symbol. You will be given a photo of an animal. Animals are often used as symbols. Why do you think this might be?
We often will associate certain characteristics or qualities with an animal. For example, a fox.
What do you think of or associate with a fox?
List your answers.
Companies/organisations/brands will often use animals to help get a certain 'image' across. If they want their company to appear bold and full of pride, it is doubtful that they would use a fox as their symbol. What do you think they might choose instead?
We often will associate certain characteristics or qualities with an animal. For example, a fox.
What do you think of or associate with a fox?
List your answers.
Companies/organisations/brands will often use animals to help get a certain 'image' across. If they want their company to appear bold and full of pride, it is doubtful that they would use a fox as their symbol. What do you think they might choose instead?
Understanding how an animal or image can be associated with different qualities helps us to choose a subject.
But what happens next? What could we do with the image above to turn it into a symbol?
Simplify.
This photo of a fox is a complex image. How can you simplify a photo? What do you need to remove?
Underneath are some examples of how a fox can be turned into a symbol.
But what happens next? What could we do with the image above to turn it into a symbol?
Simplify.
This photo of a fox is a complex image. How can you simplify a photo? What do you need to remove?
Underneath are some examples of how a fox can be turned into a symbol.
Try creating your own symbol based on a photograph of an animal.
Logo Quiz
A logo represents a company or business. It is a symbol. It is something that is instantly recognisable with the least amount of effort and space. This means that with one glance on a tv add, at the bottom of the page or a billboard as you drive past, the viewer does not need to think, but knows straight away what company it is. A logo should be remembered and stand out.
Can you guess all of the logos below?
Can you guess all of the logos below?
Were they all effective? Did you remember or know each one?
How do these logos differ from most artworks?
Notice:
Notice:
- Colours
- Lines
A logo can not be effective on it's own. It needs to be displayed in the public in order to become a recognised symbol.
Examples of Existing Logos
Pepsi is a beverage product. How have they created an effective logo?
Describe what you can see in this logo?
What design elements have been used?
How does it make you feel?
Is it a picture of a Pepsi bottle?
Describe what you can see in this logo?
What design elements have been used?
How does it make you feel?
Is it a picture of a Pepsi bottle?
Does anyone know what the Fat Duck, or who Heston Blumenthal is?
How would you describe this design?
The designer has been clever with his imagery, creating a visual pun. Heston often creates food that is unusual and unexpected. He combines ingredients that normally wouldn't go together and often uses science in his cooking processes.
Which design do you prefer between Pepsi and Heston's?
How would you describe this design?
The designer has been clever with his imagery, creating a visual pun. Heston often creates food that is unusual and unexpected. He combines ingredients that normally wouldn't go together and often uses science in his cooking processes.
Which design do you prefer between Pepsi and Heston's?
You have two options for this task.
by following a design brief. A brief outlines the details and requirements set out by the business for the logo they wish to be created.
The Design Brief:
Kapunda High School have a new club forming for students to pursue their interests during lunchtime. They need a logo that will represent this club. There needs to be an element used to identify the logo with Kapunda High School.
Or
Create a monogram for yourself. You are creating a business / company (your choice) and need a logo and you have decided to use your initials for the logo. Think about what visual techniques you can use to communicate the type of business you have chosen only using your initials.
- You can design a logo for a school club, eg. Ag club, Football club, Gaming club, etc.
Or - You can create a monogram. A monogram uses the initials of your name to create a personal logo or signature.
by following a design brief. A brief outlines the details and requirements set out by the business for the logo they wish to be created.
The Design Brief:
Kapunda High School have a new club forming for students to pursue their interests during lunchtime. They need a logo that will represent this club. There needs to be an element used to identify the logo with Kapunda High School.
Or
Create a monogram for yourself. You are creating a business / company (your choice) and need a logo and you have decided to use your initials for the logo. Think about what visual techniques you can use to communicate the type of business you have chosen only using your initials.
Step 1:
Research
Find as many logos and related imagery as you can. The choice of images should not be a random decision, but focused on what you like aesthetically or inspires you in some way.
You do not have to like everything about the image! You might only like an aspect of it, but you are keeping the image for a reason.
You may like to use Pinterest to collect and store your images. You are then to choose a few to annotate by pasting the image into a Word document.
This way you can make a new board for each task during the semester and have a board of inspiration for each all in one place.
You do not have to like everything about the image! You might only like an aspect of it, but you are keeping the image for a reason.
You may like to use Pinterest to collect and store your images. You are then to choose a few to annotate by pasting the image into a Word document.
This way you can make a new board for each task during the semester and have a board of inspiration for each all in one place.
Below are some examples of logos I think are effective in some way. This could be because of:
In groups view these logos and write an annotation for each. Use a word bank to help you try to mention things like:
Keep this work!
- aesthetics
- typography
- interest / novelty or quirk value
- cleverness
- ability to catch the eye / attention
In groups view these logos and write an annotation for each. Use a word bank to help you try to mention things like:
- colour scheme
- Space
- focal point
- composition (how everything is arranged to appear as a whole)
- typography
- mood
Keep this work!
Step 2:
Idea Generation
1. Brainstorming is an important part of art and design. This is where we think of everything and anything to do with the subject we are designing for. It helps us to problem solve and find solutions we may never have thought of without brainstorming first.
A brainstorming session is supposed to be fast paced with members of the group feeding and bouncing off of each others ideas. You should be asking yourself and saying things like:
A brainstorming session is supposed to be fast paced with members of the group feeding and bouncing off of each others ideas. You should be asking yourself and saying things like:
- What if we....?
This is a typical layout to use when brainstorming.
- Place the subject in the centre.
- Now think of the main categories to surround your subject.
- Continue to delve into your subject by adding more bubbles to surround these. Sometimes there may be connections between the bubbles where different categories become linked.
- You can use sketches to help show your ideas.
2. Thumbnail designs
Using lateral or divergent thinking skills come up with as many ideas as possible for a logo design.
Using lateral or divergent thinking skills come up with as many ideas as possible for a logo design.
- Sketch ideas (quick thumbnail sketches)
- Write Notes to explain ideas
Student examples
Step 3:
Idea Refinement
Does your design suit the design brief?
Is your design simple?
Are there any un-needed elements that could be reduced or cut out of the design in order to simplify?
Is your design simple?
Are there any un-needed elements that could be reduced or cut out of the design in order to simplify?
4. Try creating another 5-6 variations of your design. They should not be complete different designs from each other, but rather test out different ways to use the same image. You want to explore your options and not limit yourself. Pick out the best two designs for your customer to pick from.
A symbol is best kept simple. You want to make it memorable.
How can you keep your logo simple?
Think about:
- Contrast
- Use of shape and line
- Use of positive and negative space
See how many variations you can have of the same lion head. They have experimented with different line, tone and shape variations.
This logo uses positive and negative space in a cleaver way to create two image out of one. Notice the simple shape in the house. Notice the logo is not pure black.
Here is another example of positive and negative space used in this way.
Step 4:
Final Design
Present your final design as neatly and accurately as you can. You can use Illustrator or hand draw your final design.
If hand drawing make sure you:
If hand drawing make sure you:
- Use a ruler, compass and any other measuring devices
- Draw lightly at first
- Outline boldly in pen
Step 5:
Evaluation
4. Evaluate your design
If you have chosen a monogram follow these steps:
If you have chosen a monogram follow these steps:
- Analyse the visual appearance of your design
- Does it create a mood?
- What business could it be suitable for? Why?
- Analyse the visual appearance of your design
- Does it create a mood?
- Does you design meet the brief?
-does it communicate what the club is about?
-Is there an element that connects the logo to the school?